Rip Curl dropped an interesting bit of news yesterday… The guys have been working with the denim consultancy Threebyone in creating a new line of jeans. Threebyone is Steve Little, Richard Bell and Par Lundqvist and the guys are credited with the refreshed Lee and Wrangler in Australia. From the few little teasers I’ve seen, the product looks amazing. Check above for the shots and below for the full release!
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PRESS RELEASE:
Rip Curl Australia
For Immediate Release
THE COLLABORATION LEADING THE WAY IN SURF DENIM
Rip Curl’s all new Summer ‘10 denim range is the result of a collaboration with newly created “Threebyone”, a world class denim consultancy group most recently known for re-inventing Lee and Wrangler in Australia. There’s Steve Little (he’s the strategist), Richard Bell (he’s the go to market guy), and Par Lundqvist (he’s the denim-freak-Swedish-designer and creative drive).
The trio have been busy alongside Rip Curl’s GM of Merchandise Chris Thomas and Design Team to breathe new life into the search for a perfect pair of jeans.
Over the past 18 months the collaboration has worked hard to overhaul Rip Curl’s denim strategy from market research to design, packaging and marketing.
The team was able to draw from Rip Curl’s experience in the core surf categories such as wetsuits and boardshorts to use in the denim development as both processes are very similar.
“The surf and denim sub-cultures have grown up in different places but the parallels between the two are very clear – the passion, beliefs, rituals, lifestyle and the rebellion. Both are about dropping out of mainstream and choosing your own path in life,” said Bell.
Sleek and slender, Rip Curl’s “Pins” style will be the lead piece and available in-stores from July, the staple for any girl’s hot night out.
The men’s new “waxed black” style will also be on shelves from July drawing inspiration from the original wetsuits that were made by Brian Singer in a shed in the late 1960’s.
Rocking denim from dusk to dawn, because the fun doesn’t end when the sun goes down.
